Southside

Joshua Howard Luellen, known as Southside, is an American record producer, rapper, and songwriter who helped define the trap sound of the 2010s. As co-founder of the production collective 808 Mafia, he has crafted beats for some of hip-hop's biggest names, including Future, Kanye West, Drake, and Travis Scott. His production is characterized by heavy 808 bass, crisp snares, and an aggressive, menacing energy. Southside's work on landmark albums like Flockaveli, DS2, and Yeezus cemented his reputation as a go-to architect of modern trap. As of 2026, he continues to produce for top-tier artists, release solo material, and oversee the 808 Mafia brand.[edit]

Joshua Luellen grew up in Atlanta, Georgia, after his family moved from St. Louis when he was young. He attended high school in the Atlanta area, where he played football until a knee injury ended his athletic aspirations. That setback pushed him toward music production. He taught himself how to use FL Studio by watching YouTube tutorials, spending hours crafting beats in his bedroom. The sound of Southern hip-hop, especially the work of producers Shawty Redd and Drumma Boy, heavily influenced his early style. While still in his teens, he connected with fellow Atlanta native Waka Flocka Flame, who introduced him to Gucci Mane. That connection led to a meeting with the Brick Squad team, and in 2010, Luellen signed with Gucci Mane's 1017 Records imprint, Brick Squad Monopoly. Around the same time, he teamed up with producer Lex Luger to form 808 Mafia, a production duo that would soon explode onto the national scene.[edit]

Southside's breakthrough came in 2010 when he co-produced Waka Flocka Flame's debut album Flockaveli. The album's raw, trap-heavy sound became a blueprint for the genre. Over the next few years, he and 808 Mafia produced for a who's who of hip-hop: Gucci Mane, Future, Chief Keef, and Young Thug. In 2013, he co-produced two tracks on Kanye West's Yeezus, "Black Skinhead" and "Send It Up", which brought his sound to a wider audience. 2015 was a peak year: he co-produced multiple tracks on Future's DS2, including the hit "Where Ya At," and contributed to Drake's If You're Reading This It's Too Late. In 2018, he signed with Epic Records and released the collaborative album Swervo with G Herbo, which debuted at number 15 on the Billboard 200. His 2022 single "Hold That Heat," featuring Future and Travis Scott, became his first entry on the Billboard Hot 100, peaking at number 57. As of 2026, Southside remains one of the most in-demand producers in hip-hop, working on multiple high-profile projects and mentoring the next generation of beatmakers through 808 Mafia.[edit]

Southside is known in hip-hop circles as a no-nonsense, hardworking producer who is a key architect of the trap sound. Media outlets often describe him as a "beat god" and a mentor to younger producers. His public persona is grounded and focused on the craft, with little interest in the spotlight. On social media, he maintains a direct, promotional voice, frequently teasing new beats and projects. Fans of Southside align themselves with the 808 Mafia brand, and there is a strong sense of community among followers who appreciate the raw, street-oriented aesthetic of his music. His image is that of a behind-the-scenes powerhouse who lets the beats speak for themselves.[edit]

The audience surrounding Southside is defined by a deep, technical appreciation for the architecture of trap music rather than celebrity worship. Fans align themselves with the 808 Mafia collective, viewing the producer as a mentor and a gatekeeper to the genre's most potent sounds. The fanbase has no formal name. They operate through shared knowledge of his production techniques and loyalty to the artists he has elevated. Unlike pop icons who generate viral folklore or ritualistic gatherings, Southside's following remains grounded in the craft itself. They celebrate the specific sonic signatures he perfected, heavy 808 bass lines and menacing snares, rather than red-carpet moments or stage antics. The lack of a documented fandom name reflects his preference for working behind the scenes, where the music speaks louder than the man. iFANN has evaluated his global standing and found that while his influence on hip-hop is undeniable, he does not currently hold a placement in the published rankings (Global Top 1,000 or a Top-100 scope list). He is not ranked among the Global Top 1,000 most famous people, nor does he appear on any Top-100 scope list within the system. This absence from the charts highlights a career built on industry respect rather than mass-market ubiquity.[edit]

Joshua Howard Luellen grew up on the Southside of Atlanta, a detail that directly inspired his professional moniker. Before finding fame in the studio, he was a high school football player whose athletic dreams ended abruptly due to a severe knee injury. He taught himself to produce using FL Studio via YouTube tutorials, eventually becoming a self-taught master of the Roland TR-808 drum machine. His partnership with Future is legendary; he has produced over 30 songs for the rapper, creating one of the most prolific duos in hip-hop history. Colleagues often cite his ability to construct a full beat in under ten minutes when inspiration strikes. Despite his massive output, there are no recorded viral incidents or crowd-shutting legends associated with his live performances. Stories of his work remain focused on the studio, where he crafts the soundscapes for albums like Flockaveli and DS2 without seeking the spotlight.[edit]

Southside has two children: a son named Joshua Luellen Jr. with his ex-girlfriend Samira, and a daughter named Kaari with another ex-girlfriend. He co-parents both children and has spoken about the importance of being present in their lives. He was raised in Atlanta by his mother after his family relocated from St. Louis. Details about his parents and siblings are not widely publicized, as he tends to keep his family life private. He currently owns a home in the Atlanta area, where he lives with his children when they are with him.[edit]

Southside is closely associated with Lex Luger, his partner in 808 Mafia. He has worked extensively with Future, producing over 30 songs for him, and with Waka Flocka Flame, who helped launch his career. He has also collaborated with Kanye West, Drake, Gucci Mane, G Herbo, and Travis Scott.[edit]

Southside was in a long-term relationship with Samira, a social media personality, from around 2014 to 2018. The couple had a son, Joshua Luellen Jr., but never married. They split amicably and continue to co-parent. From around 2019 to 2021, he dated Kaitlyn, another social media personality, though the relationship remained low-key and ended quietly. In 2020, rumors circulated that he was romantically linked to rapper Megan Thee Stallion after they appeared together at events and exchanged social media posts, but neither party confirmed the relationship, and it is considered a brief fling. As of 2026, Southside is single and focused on his career and children.[edit]

Per iFANN's editorial analysis, Southside's net worth stands at $4.2 Million. The bulk of this wealth stems from extensive production credits on major albums and singles throughout his career. He secures producer points and royalties on every project he touches, generating ongoing revenue from landmark releases including Flockaveli, DS2, Yeezus, and If You're Reading This It's Too Late. Beyond royalties, he monetizes his catalog by selling individual beats through the 808 Mafia platform and earns income performing as a DJ at clubs and festivals worldwide. As co-owner of 808 Mafia, he receives a share of the collective's business deals and artist roster revenue. Strategic endorsement partnerships with Beats by Dre and other music equipment brands have further bolstered his financial standing. He maintains a primary residence in the Atlanta area, adding real estate assets to his portfolio. His financial growth has been steady since his breakthrough, with a notable surge in streaming revenue and visibility attributed to later releases.[edit]

Southside has won a Grammy Award for Best Rap Album as a credited producer on Kanye West's Yeezus (2015). He has also received multiple BMI R&B/Hip-Hop Awards for his songwriting and production, including one for Future's "March Madness" (2016).[edit]